Kotak Mahindra Bank: Hashtag Banking

This case study demonstrates how the Kotak Mahindra Bank in India used a Twitter-based banking service to grow awareness and consideration among youth.

Kotak Mahindra Bank: Hashtag Banking

Nilkanth Patel, Khushnum Ichhaporia and Shanu Singh

Campaign details

Brand Owner: Kotak Mahindra BankLead agency: Cartwheel Creative ConsultancyContributing agency: Jamic FilmsBrand: Kotak Mahindra BankCountry: IndiaIndustry: Banks, credit cards, loansMedia: Email marketing; Internet - general; Outdoor, out-of-home; Social media; TelevisionBudget: 3 - 5 million

Market background and cultural context

Established in 1985, the Kotak Mahindra Group is one of India's leading financial services conglomerates. In February 2003, Kotak Mahindra Finance Ltd (KMFL), the group's flagship company, received its banking licence from...

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